BikeCom - Strengthening cycling through the development of communication skills

BikeCom relies on a strategic improvement of cycling communication as a lever for the mobility transition, especially for the promotion of cycling. Infrastructure measures, planning decisions and funding projects can only take full effect if cycling is perceived as an attractive, everyday and natural form of mobility. Communication is crucial in order to increase acceptance among the population and establish cycling as an attractive form of mobility for all social groups. However, practical observations show that many measures fall short of their potential because the accompanying public relations work is often still too unsystematic, not professional enough or not sufficiently tailored to the target group.

At the beginning of the project, existing communication approaches, media formats and strategies in cycling will be systematically analyzed and developed. The analysis forms the evidence-based foundation for the development of tailor-made, transferable communication strategies and formats.

The three pillars of implementation are interlinked: formats are developed in in-house video production, tested in pilot projects and municipalities and then distributed and scaled via influencers, resulting in synergy effects between the pillars.

1. Own video production

   The core component is the production of around 50 short videos on cycling at the University of Kassel. Different formats and narrative styles are being developed for specific target groups. The videos form the methodological basis for all further project steps.

2. Support for model projects and model municipalities

   The video and communication formats developed are used and further developed in several model projects and municipalities under real conditions. Feedback from practitioners and target groups flows directly into the optimization and ensures transferability and practical suitability.

3. Cooperation with influencers

   Proven content and formats are used in cooperation with high-reach micro- and macro-influencers. In this way, target groups are reached in a targeted manner and effective communication approaches are scaled broadly.

The result of the project is an evidence-based, practical communication toolkit for cycling. This bundles tried-and-tested strategies, guidelines and media formats and enables stakeholders in local authorities and institutions to communicate in a structured, professional and target group-oriented manner. This sustainably strengthens communication skills and supports the implementation of effective cycling promotion in the long term.